How Nothing Plans to Become the Go-To Tech Brand for Gen Z Creatives

"But he chose London for its design and brand-positioning potential, in a move that seems to be paying off. Nothing's growth has accelerated in the last two years, with revenues increasing 150% to over $500 million in 2024. Pei says the company is on track to hit $1 billion in sales for 2025, and has collectively sold seven million of its headphones, earbuds and smartphones since launch."

"In September, Nothing was valued at $1.3 billion in a $200 million funding round led by early Facebook backer Tiger Global. Investors are backing its plans to double down on growth in the US in 2026 and invest in building "new form factors and software" involving AI, Pei tells me. Nothing's audio products are its bestsellers in the US, France, Germany and Australia, where it's reached a 2.5% market share. India is its biggest market for smartphones, where it's gained a 2% market share."

Carl Pei launched Nothing from London to leverage design and brand positioning rather than larger markets. Revenues rose 150% to over $500 million in 2024, with a target of $1 billion in 2025 and seven million devices sold to date. A $200 million funding round in September valued the company at $1.3 billion. Audio products lead in several markets, achieving about 2.5% share in some countries, while India is the biggest smartphone market with about 2% share. Plans include US expansion, cultural infiltration through fashion and stores, and investment in new AI-related form factors and software.

Read at Vogue